In consultancy, people often say that 70% of the job is building relationships, and only 30% is the technical part. We can be the best technicians in the world, but if we fail at the first part, the second one never happens. I’ve seen it many times. No “click”, no results.

That click only happens when the consultant speaks the same language as the grower. And that language is not English, Spanish, or Portuguese. It’s the language of risk, effort, sleepless nights, and unpredictable weather. It’s understanding that behind every perfect berry there’s a broken irrigation pipe, a pest that got out of control, and an Excel sheet that never quite tells the truth.

But this idea goes far beyond consulting. The same thing happens between marketing desks (the fruit sellers) and growers. In most cases, great growers are not great sellers. And great sellers are rarely great growers. Each side has its world. Growers focus on producing fruit with quality and profitability. Marketing desks focus on selling it, keeping clients happy, and delivering the promised volumes.

Many of these companies close the full loop: they own the varieties, supply the plants, and buy back the entire production. On paper, it’s efficient. In reality, paper doesn’t argue about prices, weather, or forecasts that suddenly change from one week to the next. People do.

And here’s where things get complicated. The priorities are not always aligned. The seller wants to move fruit, fill trucks, and avoid complaints. The grower wants the best possible price and the assurance that all fruit will be sold, without rejections.

The truth is, people who can speak both languages are rare. They are the ones who can stand in a muddy field, listen to a frustrated grower, and then explain that frustration to someone in an air-conditioned office without starting a war. They’re a bit like PR managers for the fruit world, essential for keeping partnerships alive. But good luck explaining their job to a C-level executive. You’ll probably get a polite smile and a request for “a more detailed forecast in Excel”.

For this partnership to work, both sides need to understand each other’s world. The marketing desk must be close to the grower, not just a name behind a weekly email informing which punnet types to use and asking for an updated forecast. Relationships don’t grow through spreadsheets.

When they stop talking, the partnership stops working. And, just like in consulting, no click means no fruit.